The article updates the issue of creating an internal system for ensuring the quality of education in view of its influence on the formation of a positive image of an educational institution. In accordance with the current legislation, the components of the internal system of ensuring the quality of education are outlined. An analysis of the results of the study of the issue of creating an internal system for ensuring the quality of education in institutions of general secondary education by means of a survey of managers and teaching staff conducted by the State Inspectorate of Educational Institutions of Ukraine in 2022 is presented. It has been proven that the development of the internal system of ensuring the quality of education has a positive effect on the level of educational activity, contributes to the wide involvement of the public in the formation of such a system in an educational institution, allows to objectively assess the advantages and dynamics of the school’s development, increases its competitiveness and creates a positive image in the community. At the same time, it is emphasized the need for more effective involvement of teachers in the creation of an internal system for ensuring the quality of education and taking into account the results of selfevaluation of educational and management processes when making management decisions.